So I've gone into Fury about 6 times and went into Matron once. The thing that struck me the most was just HOW MUCH BETTER Matron was than Fury in terms of encouraging players to continue playing after the initial objective is completed.
Matron allows gatherers to more easily obtain mass amounts of materials normally locked behind very annoying specific timetables back in the Eorzean overworld, so people will continue gathering after the initial objective is complete. (Or rather, the real reward for completing the initial objective is access to the unspoiled nodes in lower Diadem, which also allows for very easy mass gathering of red/blue scrips along with elemental clusters - especially water clusters used in alchemy/cooking, which also happens to be the most annoying to gather compared to the other clusters.)
Fury in comparison seems to be very confused in execution. Fury only really has one guaranteed reward, and that's loaded into the completion of the initial objective. After that, it's all FATE spam for currency leading to RNG rewards, until a boss FATE spawns or the coveted Emergency Mission - of which nobody knows what the EM spawn condition even is, so most people in Fury these days have taken to going AFK or leaving immediately after the initial objective is completed. Those that leave immediately essentially get the guaranteed reward roughly ~50 minutes instead of every hour and a half, which is very backwards design and is outright exploitable abuse that shouldn't exist.
HOWEVER, at the same time, there is now a theory going around that every 10k Evaluation spawns the Emergency Mission, which means that being AFK actually stops the EM from spawning. And when the EM -does- spawn, those that leave cripple the groups that are still in the instance due to less members being around to participate.
Indeed, Evaluation being tied to EM spawn is a plausible theory, as doing anything at all increases Evaluation, not just spamming FATEs. And in the one Matron run I was in, there was someone who mentioned that in their previous Matron run, EM actually spawned twice - which only furthers the idea that Evaluation is tied to EM, since gatherers naturally appear to gain evaluation at a rate far faster than through combat (my Matron party gathered 2k evaluation while most Fury parties end with around 1k).
So the issue is, what can the developers do to make Fury more active? For now, there is one simple solution - have Fury continuously cycle through objectives after the initial one is completed. This would give players an incentive to stick around and actually continue to play, which would in theory lead to far more consistent EM spawns. And quite frankly, this is probably what most people thought was going to happen prior to new Diadem being released anyway, going off of what was said by staff beforehand - what better way to actually encourage exploration than this? (Evaluation rate in Fury should also be buffed, because if it is actually the key to spawning EM, the last thing anyone wants is for Fury players to just go full on gathering the entire time to make EM spawn faster.)
There are probably better solutions out there that can be added to this too, and if so, I'd like to hear your thoughts.
EDIT: And now I just realized I completely screwed up the thread title. Well, at least you guys get what I mean.